Every culture around the world tells stories. There’s nothing that generates excitement and connection like a great story does. Even pop culture takes advantage: we were all in awe the first time Harry stepped into Hogwarts, we get pumped just hearing the “Mission Impossible” theme song and we’ll never forget Pawnee’s parks and City Hall.
Storytelling is magic. It’s powerful. And for homebuilders and developers, it serves a unique purpose. Because you’re not just trying to sell a house – you’re offering someone a home complete with a community of neighbors, a beneficial location and amenities that will change their life for the better. Telling the story of your offerings is the best way to express what the whole package is like in a way that resonates with your prospective buyers.
In this two-part series, you’ll learn how to find your story and make the most of it. Here’s how to get started:
Get the background
First, take a deep dive into the details of the community. Study the land plan, and your company’s goals and timelines. Walk the property with your development team. Ask questions. What makes this land unique and special? What are we doing that’s different or extraordinary? See things for yourself.
Then, broaden your field of vision: Who’s in the market with a comparable product? What do they do well? Where do they miss the mark?
And go even broader: What else can you learn about the local area? What’s the lifestyle? What about the culture? What do people do for work and fun?
Skyline is a highly sought-after, award-winning master-planned community in Santa Clarita, California. Its success began with a spectacular parcel of land that was enriched by a bold land plan. The story had to be thoughtfully crafted to convey the vision and competitive differentiators, and to attract the people who would love calling it home. Take a closer look in the Skyline case study.
Know who you’re talking to
A great message told to the wrong person falls flat. You need both the right story and the right audience to be successful. So, ask yourself this: Who are your prospective buyers? What do they want and need in their lives? What turns them off? What are their hopes and dreams? Use regional demographics, qualitative interviews, social listening — anything you can to create rich buyer profiles. It’s hard to tell a great story to a blank wall. It’s much easier when you can picture faces, imagine their daily struggles and really care about reaching them.
Find the big theme
How will this community uniquely address the customer’s wants, needs, hopes and dreams? First, put it into straightforward, truthful words — “more space for growing families,” “nature trails to keep you healthy in mind and body,” etc. These are the unique facts — the foundation for your story.
Then, add emotion. What feelings can you connect with the facts? Find the rich, juicy words to express this theme. To use a very simple example, “fresh fruit that tastes good” is far less evocative than, “a perfectly ripe peach so sweet and juicy it drips down your chin, bringing back the best memories of summer.” Here is where the story comes alive, so your potential buyers can start to envision themselves living in your neighborhood. Ultimately, you’re looking at a single phrase that captures the underlying theme of your story. Be ruthless. If a fact doesn’t fit, throw it out — or make changes until everything sings.
Pro tip: A facilitated visioning exercise can really help draw out the emotions that go with the facts. We can guide this process with your team.
Stay tuned! In part two of this series, you’ll learn how to put your story – your uniqueness – to work through a sound strategy that will generate brand affinity and awareness, and ultimately sell your homes.
Feel a little overwhelmed? We know, it’s a lot. We’ve helped homebuilders and developers craft their perfect story for more than 27 years. That means we have the experience and insight needed to get it right – the first time. If you’re looking for a strategic partner and storyteller, we’d love to chat. Just reach out to Barbara Wray at barbara@wickmarketing.com or call (512) 479-9834.
